Nature of Modern Campaigns

Most electoral contests are similar in a number of

ways. Person must receive the nomination. Then with

party support, must win over voters. Needs great deal

of money and media exposure. Devise a campaign

strategy- very stressful ordeal!

Nomination campaign aimed at winning primary.

General election campaign aimed at winning final race.

Candidate and Staff Candidates run for a number of reasons.

Volunteers focus on canvassing (reaching individual

voters) and get out the vote (GOTV- end of campaign

push to maximize turnout).

Personal staff led by campaign manager.

Also have finance chair, pollster, Internet team.

Communications director, direct mailer, press

secretary.

Campaign and media consultants may be hired.

Figure 14.1- Campaign Organization

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The Role of the Media Media can be paid or free; new media blur the line.

Paid media usually takes the form of spot ads.

It is well controlled by the campaign.

Ads may be negative, positive, contrast, or inoculation

(attempt to counteract and anticipated attack from the

opponent before it is launched).

Free media is usually news coverage.

It is difficult for the campaign to control.

New media include Internet, e-mail, texting.

Strategies to Control the Media Isolating the candidate from the media.

Holding staged media events.

Using spin (very important)- making all news seem

favorable to your candidate and unfavorable to opponent.

Appearing on talk shows or in candidate debates. These

events attempt to “humanize” the candidate

Bipartisan Campaign Reform Act

More commonly called “McCain-Feingold”.

Passed in 2002 to update FECA of 1973.

Outlaws use of soft money- before 2003, this was unlimited unregulated money

that was funneled through local and state parties.

Limits individual and political action committee funds.

Political parties become larger players.

Allows donations from “leadership PACs.”

Does not regulate use of a candidate’s personal money.

Regulates the use of public and matching funds (matching funds now

irrelevant!)

2010 Citizens United Supreme Court case has changed the landscape.

Corporations (ruled same as people) and super wealthy individuals may now

contribute unlimited and undisclosed funds to new creations known as

“SUPERPACS”

Figure 14.2- Expenditures by PACs

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Table 14.1- Contribution Limits

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The 527 Loophole and beyond

Advocacy may only be paid for with hard money.

Soft money is banned under BCRA- Bipartisan Campiagn

Reform Act

527 political committees emerge to fill void-(UNINTENDED

CONSEQUENCE) Cannot advocate for candidates, only

causes and policy.

501(c)3 committees also can educate voters- nonprofit and

tax-exempt groups that can educate voters about issues-

NOT REQUIRED to release names of donors, prohibited from

conducting campaign activities to influence elections

AV- 527 Groups

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2008 Presidential Election Party nomination battles were long and contentious.

Conventions held in Denver and St. Paul.

Democrats nominate Barack Obama and Joe Biden.

Republicans nominate John McCain and Sarah Palin.

Election was close until the final weeks.

Three presidential and one vice-presidential debates.

Obama eventually won the popular vote, 53-46, 365

electoral votes.

Election Analysis

Obama made gains in South and West.

Voter turnout was as high as it had been since 1964.

Obama’s choice not to use public financing helped him.

African Americans and women were keys for Obama.

2012 presidential Election• Obama is Dem. nominee (no challengers)• Romney was Rep. frontrunner- contest

more drawn out than expected (emergence of staunch social conservative Santorum)

• Dem convention took place in Charlotte, NC

• Republican convention in Tampa, Fla.• Obama wins in closer race-still reached

over 300 electoral votes

Figure 14.3- Group Voting Patterns

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